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044
STYLE
AUGUST 2016 VIRGIN AUSTRALIA
WORDSGEORGINASAFEPHOTOGRAPHYALANCHAN,KAILEISHMAN,WESTFIELD
with a Gap shopping service.
Ordered items are delivered
to a guest’s room within a
few hours and any unwanted
purchases can be returned by
leaving them in the wardrobe.
“We saw an opportunity
to bring Gap’s style and apparel
essentials to guests who may
want or need something new
to wear when they arrive at
their hotel,” says Tricia Nichols,
global consumer engagement
leader at Gap.
While London’s Connaught
hotel stocks its closets with
Burberry trench coats for guests
to borrow or buy, the city’s
Sanderson hotel has partnered
with Westfeld London to ofer
guests a virtual styling session
to shop for new season fashion
without leaving their rooms.
The service uses an
interactive mirror installed in
one of the hotel’s suites. Touch
a button and two screens
appear. One can connect
a shopper with a personal stylist
via a live video link, the other
allows browsing of Westfeld
London’s online range.
The ‘room service retail’
trend is being driven by the
rise of the ‘bleisure’ traveller —
people who combine business
trips with a leisure component
such as shopping or sightseeing
— and the need to create a
even in-store retail. “You’re
entering into a consumer’s own
leisure space, and combining
the high-quality travel and
hospitality experience with a
retail experience,” he says.
Hotel rooms are ideal places
to convince consumers to buy
fashion because they make for
private, secure dressing rooms,
hotel staf are on hand to receive
and deliver packages and guests
have already given their credit
card details to the hotel. They
can easily return items that
don’t ft to staf before leaving.
“Being able to shop by
simply trying things on in your
hotel room and leaving what
you don’t need behind as you
run for the next fight ofers total
convenience and fexibility,”
says Openshaw. “Brands that
can become footloose in the
same way as their consumers
will win favour.”
more meaningful connection
for customers jaded by
traditional online retail.
Jonathan Openshaw,
editor of trend forecaster
LS:N Global, says the service
creates a personal connection
that is hard to emulate through
traditional e-commerce or
CLOCKWISE A Kit and Ace pop-up shop in
The Old Clare Hotel, Sydney; a virtual styling
session in London’s Sanderson hotel; a model
wears Kit and Ace; outft by Scotch & Soda.
PREVIOUS PAGE Scotch & Soda pieces on
show in an Amsterdam Airbnb apartment.
t
on e-c mm
mee
V0816_EXP Room Service Retail.indd 44
12/07/2016 9:17:10 AM